Marketing to SMBs in 2013

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In late 2012, Bredin Inc. conducted a survey of U.S. small and medium businesses (SMBs) that sheds light on their business outlook for 2013 and the best ways for marketers to reach and engage with them. Bredin’s survey report, “Marketing to SMBs in 2013,” covers topics such as SMBs’ preferred content formats, their use of mobile devices and online video and the best strategies for engaging them online. It also includes results specific to SMBs and banks. Bredin Inc. is a B2B agency that helps Fortune 500 companies sell to SMBs.

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Marketing to SMBs in 2013

  1. 1. 35.0%30.0%25.0%20.0%15.0%10.0%5.0%0.0% Up more than 10% Up, by less than 10% Same as 2011 Down, by less than 10% Down more than 10%
  2. 2. one word would you use to describe how you currently feel, on a day-to-daybasis, as a business owner
  3. 3. 40.0%35.0%30.0%25.0%20.0%15.0%10.0%5.0%0.0% Up more than 10% Up, by less than 10% Same as 2012 Down, by less than 10% Down more than 10%
  4. 4. What one word would you use to describe your 2013 business outlook
  5. 5. Meetings with vendors Tradeshows or other events Print newsletterLetters, postcards and catalogsNewspaper / magazine stories 2012 Newspaper / magazine ads 2011 Radio / TV ads Phone calls 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
  6. 6. Vendors website: product descriptions Search (e.g. Bing, Google, Yahoo!) Email newsletters Vendors website: resource centerEmails with offers (excluding newsletters) Facebook Videos Google+ Webinars / webcasts Blogs Banner ads / ads on websites 2012 LinkedIn 2011 White papers YouTube Twitter E-books Forum or chat room Audio podcasts 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
  7. 7. Designed for my needs High value Reliable Easy to buy and use Low price 2012 Post-sale service and support 2011Personal relationship with vendor Leading brand 0 200 400 600 800 1000 1200 1400 1600 1800
  8. 8. Finding new customers Dealing with competition Managing costs Developing new products and services Having enough money to pay our bills Finding good employees Staying in business 2012 Retaining current customers 2011 Dealing with government regulationsKeeping myself / my employees productive Retaining good employees 0 500 1000 1500 2000
  9. 9. Find information on products and services for my company 2012Find business management tips and advice to better run my 2011 company 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% None Less than 10% 10% to 50% 51% to 99% 100% - i.e. I only use a mobile device
  10. 10. Printed sheets, booklets or guides Articles Email newsletters Videos Forums / peer-to-peer exchanges Case studies Checklists / worksheets Webcasts 2012 White papers 2011Interactive tools (e.g. calculators, quizzes) E-books Blogs Infographics Audio podcasts 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
  11. 11. Printed sheet, booklet or guide Article Forum / peer-to-peer exchange Email newsletter Video Case studyInteractive tool (e.g. calculator, quiz) White paper Checklist / worksheet Webcast Blog Infographic E-book Audio podcast 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
  12. 12. To research products and services To get usage tips on a product or serviceTo learn about trends or best practices in my industry or specialty To see how other businesses use a particular product or service To get tips and advice to better manage my business To take a break / for entertainment 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Other small business owners Independent experts or consultants Vendor personnel (e.g. an executive at a bank, technology company, etc.) 0.0% 20.0% 40.0% 60.0% 80.0%
  13. 13. PC / laptopSmartphone None / never Less than 10% 10% to 50% 51%-99% 100% Tablet 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
  14. 14. Product order / repair status Discounts, coupons or special offers Company news and announcementsBusiness management tips and advice 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
  15. 15. Vendors / suppliers (e.g. banks, credit card companies,cable / phone companies, computer / software companies, etc.) Trade associations Media / publishers (e.g. Inc., Entrepreneur, New York Times, city business journals, etc.) Social media sites (e.g. Facebook, Google+, LinkedIn, Twitter) 2012 2011 Government / not-for-profits (e.g. SBA, SCORE, Chambers of Commerce, etc.) Colleges / universities 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
  16. 16. FacebookYouTube Blogs Google+ Twitter LinkedInPinterest 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%
  17. 17. Technology Sales and marketing Law and taxes Industry news and trends Operations Leadership and management 2012 2011Financial planning and management International business Human resources 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%
  18. 18. Financial planning and management Sales and marketing Technology Law and taxes Industry news and trends Leadership and management 2012 2011 Operations Human resources International business 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
  19. 19. I am more likely to think favorably of a vendor whose site has business management tips and advice I am more likely to explore a vendors site if it has business management tips and advice 2012 I am more likely to visit a vendors site if it has business 2011 management tips and advice I am more likely to buy from a vendor whose site has business management tips and advice 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
  20. 20. Your CPA Overnight package delivery companies Other small businesses Office supply stores / print centersTechnology hardware (i.e. PCs, printers, servers)… Software companies Local technology solution providers Banks Payroll service providers Internet access providers / website hosts Retirement plan providers Phone (i.e. non-cellphone) companies 2012 Airlines 2011 Cellphone companies Credit card companies State / local government Insurance providers Federal government Employee recruiting sites / temp agencies 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
  21. 21. • • •• ••
  22. 22. •• •••
  23. 23. @
  24. 24. 1-19 20-99 100-500M M = Aerospace; Agriculture; Biotechnology; Construction; Manufacturing; Utilities PS = Accounting; Business services; Computers; Communications; Consulting;PS Engineering / architecture; Healthcare / medical; Finance; Internet; Legal; Marketing; Media; Research; TelecommunicationsRW RW = Accommodation & Food Service; Arts, Entertainment & recreation; Real estate, Retail trade; Transportation & distribution; Wholesale trade
  25. 25. Less than $500,000$500,000 to $999,999$1,000,000 to $1,999,999$2,000,000 to $4,999,999$5,000,000 to $9,999,999$10 million or moreUp more than 10%Up, but less than 10%No changeDown
  26. 26. 18-34 35-49 50-64 Over 64MaleFemale
  27. 27. S-, L+ L-, H+ LI+, I-, S- Y+, O- H+ LI-, I+, S- Y-, M+ S+ L+, H- LI-, I-, S+ Y- S+ L+ RW- O+ F+
  28. 28. S-, L+ L-, H+ LI+, I-, S- Y+, O- H+ LI-, I+, S- Y-, M+ S+ L+, H- LI-, I-, S+ Y- S+ L+ RW- O+ F+

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